Heart Your Kidneys Campaign at SXSW

The campaign, "Heart Your Kidneys," was launched at this year's SXSW and was created to raise awareness of chronic kidney disease, affecting 26 million Americans to date.

Embracing the unique culture of SXSW, the campaign was launched around a tattoo theme, featuring a first-of-its-kind wearable tech tattoo that measures signs of kidney health. Each series of permanent and temporary tattoos were designed by celebrity ink master and Spike TV star Tommy Helm, and had the ability to respond to the wearer’s sweat and calculate their hydration levels.